SheaMoisture Tried It With This New Cringeworthy Ad

SheaMoisture messed with the wrong ones today.

The well-known beauty company designed for black women released a new ad Monday. The 60-second spot is part of their “#EverybodyGetsLove” campaign and features women discussing how SheaMoisture products have freed them from their “personal hair hatred.” The testimonies are given by one black, curly-haired woman and two white, straight-haired women.

Here’s the ad:

Many black women who follow the brand are not happy. With the introduction of the new campaign, they have spoken out against what they feel like is the company white-washing its products and moving away from its true target audience.

SheaMoisture caught wind and issued an apology via Facebook, which started with: “Wow, okay – so guys, listen, we really f-ed this one up… We must absolutely ensure moving forward that our community is well-represented in each one so that the women who have led this movement never feel that their hair journey is minimized in any way.”

Black women annually spend $7.5 billion on beauty products alone, so companies would be smart to take notice.

Do better, SheaMoisture. Do better.